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Bukan Soal Harga, Ini Faktor Utama Konsumen Beralih Merek Kecap | Databoks
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Bukan Soal Harga, Ini Faktor Utama Konsumen Beralih Merek Kecap

Faktor yang Mempengaruhi Konsumen untuk Beralih Merek Kecap (Juli 2023)

Sumber : Kurious, Katadata Insight Center (KIC), 17 Juli 2023

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Disalin..
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Penulis: Cindy Mutia Annur

Editor: Erlina F. Santika

26/7/2023, 16.26 WIB

Banyaknya merek kecap yang beredar di pasaran membuat konsumen semakin selektif. Terlebih, banyak faktor yang membuat konsumen memutuskan untuk beralih dari satu merek kecap ke merek lainnya.

Hasil survei Kurious-Katadata Insight Center (KIC) menunjukkan, promosi dan kenaikan harga kecap bukanlah faktor utama konsumen untuk beralih ke merek kecap lainnya.

Survei tersebut justru menunjukkan, mayoritas konsumen Indonesia bakal beralih ke merek kecap lain apabila terjadi penurunan kualitas pada produk yang mereka gunakan. Sebanyak 52,5% responden mengatakan bakal beralih, diikuti 33,1% responden sangat mungkin beralih.

Faktor yang mempengaruhi konsumen untuk beralih ke merek kecap selanjutnya adalah tidak adanya inovasi dari merek. Ini terdiri dari 33%  responden mengatakan bakal beralih, lalu 16,4% responden sangat mungkin beralih.

Ada pula responden yang mengatakan akan beralih ke merek kecap lain apabila adanya kenaikan harga. Di antaranya sebanyak 32,7%  responden mengatakan bakal beralih, diikuti 16,4% responden yang sangat mungkin beralih.

Sementara, proporsi responden yang mengatakan bakal beralih ke merek kecap lain apabila tidak ada promo pembelian paling sedikit seperti terlihat pada grafik di atas. Rinciannya, 25% responden mengatakan bakal beralih, sedangkan 14% responden yang sangat mungkin beralih.

Temuan mengenai penurunan kualitas pada merek kecap itu sejalan dengan temuan survei mengenai faktor yang mempengaruhi konsumen dalam memilih kecap pada survei ini.

Menurut survei Kurious-KIC, mayoritas konsumen Indonesia memilih merek kecap yang rasanya lebih enak dibandingkan merek lain (79,6%). Kemudian, diikuti faktor mudah ditemukan dibandingkan merek lainnya (56,9%) dan memiliki reputasi merek yang sudah dikenal luas (55,9%).

Survei ini dilakukan terhadap 691 responden yang tersebar di seluruh Indonesia, dengan proporsi reponden laki-laki 53% dan perempuan 47%.

Sebanyak 63,7% responden berasal dari Pulau Jawa selain Jakarta, diikuti responden dari Jakarta (15,1%) dan Pulau Sumatra (12,9%). Sementara proposisi responden yang berasal dari Kalimantan, Sulawesi, Bali-Nusa, dan Maluku-Papua berada di rentang 0,6%-3%.

Sebagian besar responden berusia antara 35-44 tahun (33,3%), diikuti kelompok usia 25-34 tahun (30,1%), dan kelompok usia 45-54 tahun (21,3%).

Data survei dikumpulkan pada 7-14 Juli 2023 menggunakan metode computer-assisted web interviewing (CAWI)  dengan toleransi kesalahan (margin of error) sekira 3,72% dan tingkat kepercayaan 95%.

(Baca: Apa Merek Kecap Favorit Masyarakat Indonesia? Ini Hasil Surveinya)

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